Everything You Need to Know About Ad Extensions

My Post - 2019-04-11T143723.342.jpgAd extensions are an important part of optimizing your paid search ads.

They can help you gain a competitive edge, improve performance, and increase CTR.

Ad extensions also factor into ad rank.

Some of these extensions are manual, meaning you have to set them up yourself.

Others are automatic, meaning they’re automatically applied when certain conditions are met.

And some extensions can be both.

Manual Extensions

Many manual extensions are available to you. But this doesn’t mean you have to use them all.

Instead, take a step back and develop a comprehensive messaging strategy for ads and extensions.

Sitelinks

Sitelinks take people to specific pages on your site.

Sitelinks show in a variety of ways depending on device, ad position and other factors.

You can add sitelinks at the account, campaign, or ad group level.

You can specify the link text (the text that displays in the ad) and URLs (the pages they click to).

Sitelinks can either be manual or automatic.

Sitelinks can either be manual or automatic

When to Use

Sitelinks are relevant to most accounts.

Tips:

  • You can include sitelinks to your business’s LinkedIn, Twitter, Facebook and YouTube pages.
  • Each sitelink within a campaign or ad group must land on a unique URL.
  • Relevancy and good Quality Scores help sitelinks impression more often.
  • You can make sitelinks specific to mobile by ticking off the device preference box when building the sitelink.

Callouts

Callout ad extensions let you include additional text to highlight specific information about your business’s products and services.

Callouts will show in a variety of ways depending on device and other factors.

You can add callouts at the account, campaign, or ad group level.

You choose where to add them, create the callout text, and schedule when you’d like them to appear. – Read more

Learning Google Adwords Basics In 7 Steps

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Marketers usually grumble when they are unable to track and measure campaigns and the results associated.

But with Google Adwords, measuring every single aspect of the marketing campaign is possible. It is a paid service to spread the word about your business on search engines.

Not sure how to use Google AdWords for your online business? Here is a step by step Google Adwords guide for beginners.

Set up Account

Setting up a Google AdWords account is easy. As a visitor, you will be provided with the instructions on the web page to make it easy for you to proceed.

Make a list of clear goals that you wish to achieve by using this service. Then plan how you can achieve this.

Once the account is set up, you will be asked to fill in various factors like the budget, locations, network and keywords. This is the starting point for you to start thinking about the ads you want to run. – Read more

How to Use an Adwords Campaign to Rock Online Sales

My Post - 2019-04-09T110037.809.jpgEcommerce can be a very lucrative choice of online business. To ensure you maximize your potential, here’s how to use an adwords campaign for your new store.

Did you know around $100 million spent on digital advertising don’t yield results?

This could be due to a number of reasons, like bots, and ineffective strategies. This highlights the importance of a good strategy so as not to waste time, money, and effort.

The same is true in Google AdWords; your success will depend on your strategy. Although it makes it easier to come up with an AdWords campaign strategy, the responsibility of making it work still lies on you.

If you want to know how, read on and learn how you can make Google AdWords work for you.

1. Target the Right Customer

Google AdWords marketing will help you reach your target customer, but you must know who that is. What age group is your customer in and what do they do for a living? If you’re selling shoes, which demographic group is more interested in them?

Upon finding the right persona, AdWords will then help you reach your ideal customer. You can do this by targeting certain locations and bidding on keywords.

2. Research Keywords

This brings us to researching keywords, which is always a must for content marketing. With AdWords, though, you’ll need to do some additional steps, as you’ll need several groups of keywords.

For example, you’ll need a group of keywords for men’s shoes, then a different one for women’s shoes. You’ll need one for every category in your online store, and all these keywords should be specific to the category.

In choosing keywords, the persona of your customer will matter as you’ll then need to know what phrases they use when searching. You need to know their intent, as well; are they the type to go to the gym? In our example, you might want to bid on keywords like “training shoes for gym.”

This expresses intent, which means they’re more likely to convert upon visiting your site. The good thing about it is that it’s more focused, hence they may not be as expensive as general terms. – Read more

Google introduces new guidelines for linking Google Ads with Google Analytics

My Post - 2019-04-05T114535.679.jpgWebsite owners and digital marketers who use Google Ads to monetize their blogs are often looking for ways to enhance their working and improve their ad performance.

Well, now they can do this by pairing Google Ads and Google Analytics that will give them insights on their ads that can ultimately be used to improve their workings.

According to Google, the customer of today cannot suffice by using traditional marketing funnel. Since no two-consumer purchase journey is the same – the marketers require a more customized approach to reach their prospects.

By integrating Ads and the Analytics feature, the marketers will have a clearer view of how their ads are functioning. This will also enable them to make quick adjustments according to the requirements leading to better performance.

In this regard, the company has published a guide that explains how the users can use Analytics to shape up their ad targeting methods through different methods. Check out the guide, especially if you are planning to use Google Ads method alongside Analytics to improve data tracking protocols. – Read more

Google: The Web is Faster Since Page Speed Became a Ranking Factor

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Google says sites are faster and abandonment rates are down since making page speed a ranking factor last year.

In 2018, Google made page speed a ranking factor for mobile searches.

Around that time improvements starting being observed across the whole web ecosystem. On a per country basis, web pages in more than 95% of countries have improved speeds. – Read more

 

10 PPC Copywriting Best Practices for Extra Effective Text Ads

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Running PPC ads can be extremely profitable – or it can be a waste of time.

What makes the difference?

Much of it has to do with your ad text.

Writing great copy for PPC ads is trickier than it might seem at first.

Platforms like Google Ads give you a limited amount of space to catch a searcher’s eye, get them interested in your offer, and entice them to click.

Unfortunately, there’s no winning formula for writing the perfect PPC ad (and if there were, everybody would be using it). But there are a number of best practices you can follow to make your ad copy stronger.

Here are 10 tips you can apply to the next ad you write.

1. Know What Your Target Market Wants

Lots of businesses approach ad-writing by talking about themselves. That’s a natural thing to do, and after all, you’re an expert on what makes your company great.

But it’s actually the opposite of what you should be doing.

Customers seek you out because they need something, not because they’re curious about your business.

The best way to get the attention of your target audience is to show them that you understand – and can fix – their problems.

Before you start writing, do this exercise: put yourself in your ideal customer’s shoes.

Think about what kind of problem they’re experiencing, and imagine how they’d search for a solution. Then, write your ad copy as a response to that imaginary customer’s needs and search habits.

2. Address Your Audience

Use the words “you” and “your” in your ads.

Speaking directly to your audience makes them feel important, and it creates the sense that your business is personable – you want to create a friendly and helpful relationship with customers right off the bat.

3. Use Emotional Triggers to Your Advantage

What’s the worst thing an ad can be? If you said boring, you’re right.

A bad PPC ad is completely unmemorable. It might be inoffensive and even well-put-together, but if no one ever feels intrigued or moved enough to click on it, why even bother publishing it?

You can avoid the fate of boring ads by choosing your words carefully and making your audience feel something. If you know what your target market wants, this shouldn’t be too difficult. – Read more

Google Ads Keyword Planner Now Allows Up to 10 Seed Keywords

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Google Ads Keyword Planner has been updated with the ability to process up to 10 seed keywords when searching for new ideas.

That’s one of several new features in the latest update, which is designed to address common user requests.

Entering more seed keywords per search should allow users to discover a greater number of keyword opportunities.

More seed keywords may even result in more relevant keyword ideas as well.

Other New Features in Keyword Planner

The next time you log in to Keyword Planner you’ll be greeted with an alert notifying you of several new features.

As someone who regularly uses this tool for keyword research, I think one of the most useful new features will end up being the monthly keyword trends reports.

You can now see trends for individual keyword ideas by hovering over the chart in the ideas table. – Read More

Editor gets the Google Ads treatment: Google Ads Editor 1.0 out now

My Post - 2019-03-29T104514.272.jpgThe new Google Ads Editor v. 1.0 has new look and new capabilities.

After redesigning and renaming AdWords as Google Ads, its now Editor’s turn. The desktop tool for managing and drafting campaign changes has a new look, new layout, new features, new capabilities and a new name. Goodbye, AdWords Editor. Hello , Google Ads Editor.

Why you should care. There are a lot of things you can now do in Google Ads Editor without having to go to the web interface, which should save you time. In version Google Ads Editor 1.0, the top navigation is smaller, right justified and no longer in a bar. But from a layout perspective, the biggest change is the editing panel has moved from the bottom to the right side of the interface.

Make changes across accounts. In terms of new functionality, this is the most eye-catching. If you’re managing a lot of accounts — in the same or different MCCs — you can now apply changes across accounts. Yes, even if they’re not in the same MCC.

Video ads. Video ads and campaigns, in particular, have much more functionality in Editor now. For example, there’s full support for non-skippable video campaigns, and you can create bumper ads and add calls-to-action in TrueView in-stream ads. Bumper campaigns are now part of the video campaigns mix, using the Manual CPM bid strategy. If you want to add in-stream ads to bumper campaigns, you can change the bidding strategy to Target CPM.

Custom rules. There are five new custom rules are available in Google Ads Editor. One will tell you if a video campaign isn’t targeting Google video partners. (That mean your videos will show on network sites, not just YouTube. You might not want that.)

Responsive Ads. If you didn’t get the hint before that Google wants you to start using responsive search ads (RSA), you will now. Another new custom rule will alert you if there aren’t any RSAs in an ad group that has an enabled expanded text ad. – Read more

How to optimize your keywords for great quality score on Google Ads

My Post - 2019-03-15T172903.924.jpgAs any digital marketer will know the importance of good quality keywords cannot be overemphasised.  The importance of optimising keywords in your website will result in a great quality score on Google Ads (AdWords) – a definite digital marketing goal for sure!

To fully understand this and the impact of optimising keywords it’s really beneficial to complete a digital marketing course to get miles ahead with your keyword optimisation.  There are also many tools available to get the best keywords for your website.

Optimising keywords in your content

It’s a well-known fact that the vast majority of web searchers only look at the first page of search engine results.This is exactly where you want your site to be. So, it goes without saying that keyword optimisation is an important part of your digital marketing strategy.

Google Ads overview

Being seen on the web is the aim of any digital marketing strategy and is vitally important as part of a digital advertising campaign.  AdWords, now called, Google Ads, is an advertising service which enables businesses to set a budget for their online advertising campaign where payment is only made when their ad is clicked on.  This is where keywords can make or break your paid internet marketing campaign. Keeping this top of mind can give you a great quality score on Google Ads (AdWords). – Read more

8 Dos & Don’ts of Search Audiences

My Post - 2019-03-22T094052.057.jpgOver the past few years, Google has been playing around a lot with audiences.

From the introduction of in-market audiences for search last year to the more recent release of detailed demographics, they’re most likely far from done changing things up.

The fast-moving nature of search advertising is one of the things that makes it so exciting. To be a PPC superhero, you need to keep pace and constantly update your best practice along the way.

Sometimes that means throw out the old rulebook, and A/B testing anew. And that’s exactly what I’ve done here with an up-to-date list of my recommended dos and don’ts for search audiences.

Now, whether you’re relying on manual or automated bidding matters for audience strategy.

As Google’s smart bidding simplifies things quite considerably, I’m mostly focusing on manual bidding in this article but I’ll share a few tips for smart bidding as well.

To start, there’s one goal to keep in mind for both remarketing and prospecting:

DO: Maximize Audience Depth

A quick recap: audience depth is the spend through all audiences divided by total spend.

Modified audience depth is the spend through all audiences with a bid modifier applied divided by total spend.

Maximizing audience depth gives you more data points to optimize toward. Even if an audience has a poor CPA, applying it should still be considered a success because it lets you identify an opportunity for optimization. – Read more